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What is the Google Play services?
Google Play services
Google Play services provides APIs to let Android apps in the Google Play Store leverage Google+, Google Maps, and other Google services. To work correctly, some apps may require Google Play services to be present and up to date. Google Play services is usually updated automatically on Android devices.
In the event you use an app that requires the latest Google Play services before it has been updated automatically, you will be redirected to install or update it manually from the Google Play Store. To learn more about Google Play services or download it from the Play Store click here.
The Google Settings shortcut provides a single and easy-to-find place for users to control privacy settings for Google apps and services. This is part of our continued effort to maintain a privacy-forward policy with our users. Google Play services 3.0 will introduce this new shortcut on all 2.2 (Froyo) or later devices.
Google User Settings shortcut
Once Google Play services is updated to 3.0 the new "Google settings" shortcut will appear in all apps.
The Google Settings shortcut allows users to see and edit their Google user privacy settings.
Google User Settings FAQ
Q. Why is Google pushing this service to all Android devices?
Google Play services is an extension of the Google Play ecosystem. Google automatically updates Google Play services on all supported devices via Google Play Store to ensure API consistency across devices and versions, and to deliver fixes and new features in a timely fashion.
Q. Why can't I permanently uninstall this app?
Certain apps will not work if you uninstall Google Play services, so Google automatically updates it on all supported devices to ensure consistency across devices and versions, and to deliver fixes and new features in a timely fashion.